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State of the Screens

Why People in Mississippi Have to Watch the Giants

By February 6, 2018No Comments

Ever wonder why CBS/Fox show you a specific NFL game?

Quick answer. Whatever game they estimate will get the highest rating in your market.

Long answer. It’s complicated!

CBS selects a unique game for each of it’s 200 local affiliate stations.

Quote from Rob Correa — SVP of Programming @ CBS Sports.
In other words, it’s not as easy as, “Hey, everybody either really hates or really loves the Patriots, so let’s just put that game on everywhere.”

Other factors that they consider:
1) Home blackouts
2) Flexing
3) Cross flexing
4) Prime flexing
5) Constants
6) Mandatory pullouts
7) Primary markets
8) Secondary markets
9) Protected games.

The timing of selection (days out):
1) Initial list — 12
2) Final list — 6

The maps below show the 1:00 p.m. EST and 4:25 p.m. ESTgames by market during week 11.

Flashback. The Biggest NFL Schedule Release Story Is Whether ESPN Gets Stuck With Bad MNF Games Again

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.